BrewDog, the multinational brewery founded in Scotland in 2007, has announced a £1 million bar tab that will be opened if any one of three teams reaches the World Cup final. The promotion promises free pints for football fans supporting England, Scotland or the United States. The offer will come into effect from July 20, the day after the final.
How the Promotion Works
Fans wearing an England, Scotland or USA team shirt to an eligible BrewDog bar or pub can receive up to two free pints per person. The offer is on a first-come, first-served basis while the £1 million tab lasts at participating locations across England, Scotland, Ireland and Las Vegas, as well as certain brewpubs in the United States.
World Cup Boost for BrewDog
The announcement comes as the World Cup brings "record turnout" to BrewDog's bar estate, where venues have become "high-energy destinations" for supporters. Irwin Simon, chairman and chief executive of Tilray Brands, said: "Great bars have always been places where fans come together to enjoy the match, share great conversations and raise a beer or two." He added that if any of the three nations reaches the final, "we are ready to help fans celebrate together across our participating bars and brewpubs."
Recent Acquisition and Restructuring
The offer comes just months after BrewDog was acquired by Tilray Brands, a US beverage firm. In March, Tilray bought the company's UK brewing operations, brand and 11 pubs in a £33 million deal. Hundreds of people were made redundant and dozens of bars closed after BrewDog went into administration earlier this year. Administrators said the sale preserved 733 jobs, but 484 jobs were lost and 38 bars closed after they were not included in the rescue deal.
Additional Summer Events
Participating BrewDog bars will also host big-screen events throughout the summer, including tennis and motor racing, further positioning the venues as sports hubs.
